Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
May 15, 2025 from 1:00PM ET – 2:30 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (1:00PM ET)

II. RETAIL MEDIA & AI: ANALYTICS AND INSIGHTS MEASUREMENT (1:00 - 1:30PM ET)

Retail media offers significant potential for advertisers by connecting messaging to moments of purchase, but it also presents challenges around standardization, transparency, and measurement. ANA members have highlighted the need for consistent KPIs and definitions, as well as better understanding of Retail Media Network (RMN) options. While RMNs provide closed-loop measurement and strong conversion potential, platform-reported metrics—like ROAS—often lack independent verification and incremental validity. This is increasingly important as retail media gains budget share from social media. Brands can shape the evolving landscape by demanding cross-platform measurement, longer attribution windows, and integration of established tools like MMMs, RCTs, and brand lift studies. Collaborative efforts across brands and platforms can foster best practices and standardized frameworks to ensure retail media fulfills its promise. AI helps lower costs across the marketing value chain, but its gains are highest for humans with plenty of expertise.

Speaker: Prof. Dr. Koen Pauwels, Distinguished Professor of Marketing & Associate Dean of Research, Northeastern University

III. EXPERIENTIAL MARKETING MEASUREMENT: HOW COCA-COLA MEASURES EMOTIONAL IMPACT AND BRAND LIFT (1:30 - 2:00PM ET)

How do you measure the power of an in-person brand experience? Coca-Cola has implemented a cutting-edge approach to evaluate the effectiveness of its experiential marketing events. Leveraging a conversational insights platform powered by AI and mobile-based surveys, the company captures real-time, in-the-moment feedback from attendees. These insights provide a deeper understanding of emotional engagement, brand relevance, and shifts in consumer behavior—including purchase intent.

This session will showcase Coca-Cola’s experiential measurement strategy across three major activations: the Essence Festival of Culture, the Olympic Games, and the iconic global Holiday Caravan. Attendees will learn how real-time insights are used to optimize event impact and guide future brand experiences.

Speaker: Gabe Gales, Director, Global Media & Communications Effectiveness, The Coca-Cola Company

IV. SHAPE THE FUTURE OF INCLUSIVE MEASUREMENT- SUBMIT YOUR WORK FOR AN ANA AWARD (2:00 - 2:10PM ET)

The 2025 ANA Multicultural & Inclusive Marketing Excellence Awards recognize campaigns that drive measurable business growth through authentic engagement with today’s diverse, inclusive audiences that reach each and every consumer to reach all consumers. The awards feature 20 categories, with a special spotlight on Data & Measurement—honoring campaigns that use insights and analytics to fuel inclusive marketing success. Elliot Lum, EVP, Community and Growth at the ANA, will share more details about the awards program and how you can help shape the future of inclusive measurement.

Elliot Lum, EVP, Community and Growth, ANA Inclusive Marketing Practice

V. MEASUREMENT COMMITTEE- OPEN DIALOGUE (2:10-2:30 PM)

VI. CLOSING REMARKS (2:30 PM)